Description
Follow along on the journey of the founding, development, and breakaway success of a multi-billion-dollar tech company
Founding Snowflake CRO, Chris Degnan, and CMO, Denise Persson, have one of the longest executive sales and marketing relationships in history. They each built their teams from the ground up to help catapult Snowflake from a startup to one of the fastest-growing technology companies. Along the way, they evolved, innovated and executed as a single entity to deliver impact, while aligning with Snowflake's number one company value: put customers first. Learn how Chris and Denise united two historically divided teams in Corporate America to achieve long-lasting customer relationships and enduring company success.
This book covers Snowflake' sales and marketing evolution through three phases of the company: Startup, Build and Scale. Readers will learn:
- How and when to jumpstart your sales and marketing teams.
- How to develop product market fit and your competitive strategy.
- Why business partners are critical to sales success.
- The importance of establishing a culture early, and how.
- Why demand gen should be marketing's northern star.
- What success looks like when hiring, retaining and saying goodbye.
- Building for a billion: restructuring sales, scaling a data-driven marketing team.
This book targets startup founders and executives, venture capital partners and the boards of directors of early- and mid-stage technology startups. Sales and marketing are often neglected in these companies, with focus squarely placed on engineering and product teams that determine sales and marketing functions. There is a better way. Armed with the strategies and tactics contained in this book, senior stakeholders of startup companies can jump-start and align their sales and marketing go-to-market strategy sooner and with more impact.
Table of Contents
Foreword by Mike Speiser vii
Phase I Stealth 1
Chapter 1 Embed Sales and Culture Early into Your Startup 3
Chapter 2 Develop Your Sales Strategy 15
Chapter 3 Hiring and Deploying Your First Sales Reps 27
Chapter 4 Target One Competitor, for Now 41
Chapter 5 Scaling with Partners 53
Chapter 6 Scale Your Culture 61
Phase II Build 71
Chapter 7 Enter Marketing 73
Chapter 8 The Five Pillars of Marketing 91
Chapter 9 Advance Your Sales Team 107
Chapter 10 Absolute Alignment Between Marketing and Sales 119
Chapter 11 From Product to Platform 133
Phase III Scale 137
Chapter 12 Hiring, Retention, and Parting Ways 139
Chapter 13 Build for a Billion 149
Chapter 14 Bottom-Up Sales 163
Chapter 15 Scaling a Data-Driven Marketing Organization 173
Chapter 16 Going Global 191
Chapter 17 Alignment for the Ages 207
Acknowledgments 215
Index 219
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